They’re not there to admire the design. They’re not there to learn your backstory. They’re trying to answer a few simple questions for themselves, fast.
- Am I in the right place.
- Do these people do the thing I need.
- Do I feel comfortable choosing them.
- What do I do next.
January's Release Notes offers a simple challenge - does your website answer these questions quickly enough?
This month we are removing the small points of hesitation that make good visitors drift away. Visitors drift in a handful of tiny moments where the site asks people to work a bit too hard.
The good news is you don't have to disrupt your business model to get this right.
This month I have four articles - each focused on strengthening a different part of the visitor experience.
My first article is about giving your visitor maximum clarity in the first few seconds, so they don't have to guess who you are and what you can do for them.
Next, we'll look at how to simplify your language to make you sound more like a human and less like corporate - ensuring that your language doesn't drive people away because it's too salesy or vague.
In our third article we'll explore the various elements of your website and how they work in harmony to provide confidence to your visitor that they should take the next step and reach out to you.
And finally, we'll examine the importance of holding the engagement of your visitor once they have reached out. This is about optimising your automatic reply with a message that keeps them engaged until you have the opportunity to reply.
Even if you fix one friction point this month, you'll notice the difference quickly. Fewer vague messages. More enquirers that already know why they’re there and importantly you’ll stop losing people quietly. The right visitors will reach out with intent, not hesitation.
Let’s begin.
